That’s Utah’s new brand. “The new slogan embodies the heart and soul of our state,” Gov. Jon Huntsman Jr. said in a prepared statement. “It captures the essence of life in America’s greatest state.” I wonder who prepared the statement for him?
In what appears to have been a rather rude and unnecessary use of the Government Records Access and Management Act the Trib filed a request which forced the state government to reveal the new brand four weeks ahead of a planned presentation.
As I stated before when talking about Utah’s brand, I’m not sure a state brand has the potential to help a state so much as hurt it. Formulas and numbers will probably do more for Utah’s economy as businesses analyze the merits of relocating or opening offices to Utah. What I believe a brand can do for a select few people is put the idea on the table. Maybe. My personal bias is that the branding should be more focused on luring businesses to the state and less about the outdoor lifestyle, but then again, that’s just one man’s opinion and I can’t claim to have done the research W Communications or the state has.
Whether their intention or not, here were my initial thoughts upon seeing the new brand:
1. Looks like a sports team logo.
2. No, it actually looks like an outdoor products logo. Maybe the logo a backpack company would use.
3. Life Elevated? Ok, sure. I’m not excited and I’m not disappointed.
4. Something is a bit iffy about the bottom of that “U”…
I’m neutral. It doesn’t do much for me, but I can’t make too much fun of it either. Maybe that’s the best that can be hoped for. That leaves it up to the accompanying marketing materials to make it work, and perhaps that was the strategy all along.